A media kit is a package of information that allows reporters to get the data they need about your business quickly and easily. You’ll want to create a few, high-quality print versions for important conferences, tradeshows and media mailings. But it’s also necessary to provide an online version so that reporters can access the information at all times to meet tight deadlines. Plus, this will help you save time and money in printing and shipping fees.
Business Facts
Write a brief synopsis of what your company does and why you are unique. Include your mission statement, goals and any other pertinent information about your business. You can write this in the form of “Frequently Asked Questions” or use succinct paragraphs to describe the important facts you want to convey.
History
This page contains all of the data about the history of your business. You’ll want to include photos, the date you founded your business and why you started it. To interest readers, also add your thoughts and personal stories on how your business evolved from idea to startup business to present day. If you don’t have a lot to share, you may want to include this information on your “Business Facts” page.
Products/Services
It is very important to list all of your products and services and the benefits of each in your media kit. An outsider should be able to read this page in just a few minutes and know exactly what you sell and why people buy it. Depending on the data, consider using brief paragraphs with headers or a list with bullet-points.
Bios
On this page, provide biographies of the key leaders at your organization and their photos. Write short paragraphs that are interesting and easy-to-read. And rather than using a pre-written resume, add pertinent anecdotes, quotes and other unique criteria that establish credibility for each individual listed.
Include information about birthplace, hometown, education, business experience, awards, and any other vital facts you want media members to know. Also, add some personal tidbits, such as marital status, family information and hobbies enjoyed outside of work so readers can relate to the executives.
Current News
Entice the media, and let readers know that your business is up-to-date by including current news, industry trends and exciting events in your media kit. List all of your press releases, published press clippings, video samples, business testimonials from customers, case studies, speaking engagements, articles, and other activities.
Also include company brochures, logos, photos, identity standards, and potential story ideas to help media members get necessary data quickly. If you are in the process of obtaining press clippings, just include whatever information you have now, and make an effort to add to this section on a regular basis.
Ready To Go!
When you have finished preparing your media kit, confirm that all of the information is current, the website links work and that contact information is readily available. If you need additional help, review media kits offered by your competitors and successful companies in your industry.
It takes time and creativity to craft an effective media kit. But when media members start calling to offer free publicity opportunities, you’ll be ready.